Writing – An Essential PR Skill Set by Christine Hann
More than writing press releases
The basic principle of PR is to understand and communicate a story. The PR professional helps define the story from the client and communicates it to the public. Before anything gets to the public, many steps are required, all of which involve writing.
Writing is a critical component of PR. Creating compelling content is a fundamental communication skill. The writer has the task of putting together a message that is both factual and engaging to their audience.
PR is more than writing press releases. The most commonly known PR tool is the press release. This is still a relevant strategy; however, PR professionals are responsible for many other written communications such as:
- Fact sheets
- Feature articles
- Social media messages
- Blog posts
- PowerPoint presentations
- Media pitches
- Website messages
- Media kits
Writing skills are in demand. Although the field of PR is constantly changing, writing is a skill that has always been, and always will be, in great demand. It is a top skill PR firms look for in new employees. Strong writing skills set you apart from the competition.
Know your audience. A writer has many audiences. Starting with your client, communication includes emails, proposals and presentations. Upon approval, communication proceeds with the media and the public. Proper writing is required for all audiences.
Writing is more than grammar and punctuation. Writing is a combination of skill and talent. Using proper grammar and punctuation is only one component of writing. The hardest part is conveying a message in an interesting and engaging manner to your audience.
Writing is a skill that needs to be practiced no matter what level you have reached in your professional life. It is a highly sought-after skill, and will always be an essential component of PR.